Top athletes Greg Rutherford and Dame Kelly Holmes have expressed their disappointment at the disappearance of the Union flag from the British kit for the upcoming World Championships in Bejiing.
And with depressing predictability The Guardian has run an article in which it brands the flag 'ugly and divisive.'
The author of the piece, Joanthan Jones, is the same critic who poured scorn over the immensely popular World War I poppies installation at the Tower of London last year.
The cultural self-loathing of the Guardian-reading class, and in particular its distaste for British patriotism and any of the symbols associated with it, seem to know no bounds.
But it's not a feeling shared outside their small but (unfortunately) influential circles.
Most people, whatever their ethnicity, have never had a problem with a flag which is not only one of the most identiyable in the world, but is so popular in terms of design it now graces everything from T-shirts to soft furnishings.
They do not see it is offensive or divisive, indeed anything but; it is a symbol of what brings us together.
Olympian champion Mo Farrah was not thinking it 'ugly or divisive' when he drapped himself in it after winning in 2012.
It was greatly in evidence too, at the VJ anniversary celebrations in London last weekend.
It was once said that we as a country 'do not do flags.' Well, perhaps we should. We should display our flag at every opportunity. And we should oppose utterly and reject attempts to besmirch it by those primary aim is to make us feel negative about ourselves and our country.